Holland America Line’s Linda Springmann is moving into the newly created role of vice president, onboard revenue, according to a company statement.

With this appointment she will engage with the senior leaders of the brand to provide dedicated focus on the prioritized initiatives of Holland America Line related to revenue across its fleet of ships, the company said. 

Springmann continues to be based in the cruise line’s Seattle headquarters and will report to Paul Goodwin, executive vice president, onboard revenue for Holland America Group, with dual reporting to Holland America Line President Orlando Ashford.

“Linda brings to this new position a deep understanding of the Holland America Line business and a significant breadth of experience from more than 30 years with both Holland America Line and Princess Cruises,” said Goodwin. “Linda’s career at our company has been paved with success, and her creative thinking and leadership will continue to contribute to the growth and strategic direction of onboard revenue.”

Most recently Springmann was Holland America Line’s vice president, deployment and tour marketing. During her three decades with the cruise lines, she has held roles in a variety of areas, including itinerary planning and product marketing for several cruise destinations and most recently for Alaska Land+Sea program.

Springmann’s former deployment planning and Alaska planning and analysis teams will now report to Beth Bodensteiner, senior vice president, revenue management and product marketing, with the Alaska marketing team now reporting to Joe Slattery, senior vice president, global marketing and sales. Springmann, a native of Salem, Oregon, received her bachelor’s degree from Willamette University in Oregon.